29 FEB 2012

Satisfaction surveys

The importance of satisfaction is often underestimated, but satisfied customers and employees often determine market success of the company.

Different studies show that :

only 4% of dissatisfied customers complain. For every complaint received, there are 24 silent dissatisfied customers.

unhappy customer will tell (on average) 9 other people about his / her bad experience

satisfied customer will recommend product or service (on average) to 5 other people

acquiring a new customers can cost 5 - 7 times more than retaining an existing one

cost of hiring and training a new employee can be 10 times higher than retention of the exiting one

Satisfied customers are often less price sensitive, more willing to buy and recommend your products or services to the other customers. Thanks to the loyal employees company can save money and time needed to recruit and train new ones.

An important part of satisfaction measurement process is an identification of factors making clients happy or dissatisfied. It is not enough to say that a customer is satisfied or not. The survey should go further and identify specific elements affecting satisfaction or its absence.

Well planned satisfaction survey can help you :

determine level of customer satisfaction with your products or services